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Home
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Working Papers
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Hide the Label, Hide the Difference?

Working Paper No. 165

Published: 2014
Category:
Economics

Hide the Label, Hide the Difference?

Johan Almenberg, Anna Dreber & Robin Goldstein
Full Text PDF
Abstract
Marketing and packaging are substantial expenditures in many consumer products industries. We look at one such industry, mass-market lager beer, and show that when consumers taste blind, they cannot distinguish between three major competing beer brands. Our results suggest that brand loyalty in this market is likely to be driven largely by marketing and packaging, and not by the underlying sensory properties of the competing products.

Submission

Please send your papers as PDF files to the editor, Victor Ginsburgh, at vginsbur@ulb.ac.be
Papers will be quickly reviewed, prior to potential posting on the website. Decision will be to post or not, possibly with short comments, but without referee reports. The decision will be based primarily on the suitability of the paper’s topic to the aims of the Association.
Such decisions are independent of publication decisions for the Journal of Wine Economics.

Working Paper publication requires that at least one author
is a regular member of AAWE.

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